Has the Fragrance Industry Heard Our Cries for Greener Perfume?

Whether they have heard our cries for cleaner perfume, or not, executives and leaders from the world of fragrance believe that a sustainable business model must be adopted to "reinvent" the industry, and help boost dwindling sales. From WWD, Prominent ideas at the World Perfumery Congress, which saw 700 attendees, from June 1 to 4, in Cannes, France, included the development of new supply chains with organic farming, adherence to the principles set by the Union for Ethical BioTrade, and more:

"We need to reengineer our existing supply chains or develop new ones for which organic farming is encouraged."

The perfume industry has seen a significant drop in sales in the last couple of years, according to Jean-Pierre Subrenat, president of Creative Concepts Corp. and chairman of the WPC, who proposes a "reshaping" of their business model. This point was echoed by Jean-Paul Agon, L'Oréal's chief executive officer, who said that the idea of sustainable development is a strong desire of more mature consumers. More from WWD, below.

L'Oréal, said Agon, has identified six major fields of reinvention for "sustainable success and leadership." These are comprised of sustainable innovation, sustainable production, sustainable consumption, accessible innovation, "universalization" -- including cultivating the diversity of the brand portfolio and distribution channels -- and corporate citizenship.

Among the many other executives in agreement was Michel Mane, president of Mane Americas, who said, "As consumers of biological diversity, we need to reengineer our existing supply chains or develop new ones for which organic farming is encouraged, and practices inspired by the principles of the [Union for Ethical BioTrade] are more widely supported."

It appears the fragrance industry has taken note of consumer interest in cleaner perfumes. We look forward to seeing what action is taken based on the general consensus of the congress. Until then, spray sparingly and don't miss the EWG Report that reveals secret chemicals in popular perfumes.